What price must we pay for originality in fashion?

The power of originality in fashion could be described as an intrinsic and necessary requirement. However to what extent does what we find on the high street or on e-retail websites fulfil your desire for originality?

With the buzz of London fashion week still in the air, and having watched the best of UK and world fashion talent displayed, I should be excited by the prospect of what will be found on the high street, or in my local high end fashion label store?! London fashion week was a shining success, the artistry meshing colour, fine lines with exquisite detail and high quality, but will any of this really translate to what we can buy on the high street?

The simple answer is partially yes. The more complex, far foggier answer is no. London fashion week showcased the talent of individuals and fashion houses of the future. Where as top end labels that we have become synonymous with our retail lives, through high street outlets, department stores or online retail, have lost their drive for originality and regularly churn out expensive garments that have as little originality as a jam sandwich, while marking the price for a fillet mignon, due to the label that is contained inside.

This is not to say that there isn’t originality, style and high quality products to be found, they just take a different guise. Brands such as Topman/Topshop, Zara, River island and Republic offer far more in terms of originality and innovation, than many high end brands and they do it at affordable prices. ‘Is this the start of a revolution, affordable style, style that is unique and full of charisma in high street own branded products?’ ‘Has the affordable high street learnt more about the needs of the population?’ ‘Are our high street brands just better in touch with what is required?’ Our high street brands are primarily what keep the population from petering out into a mass of dullness. It could be accurate to say that there is far more originality to be found in more affordable high street names than there is from their cousin the expensive exclusive high street fashion label.

The problem is related directly to the labels that once were desired for their uniqueness. They haven fallen into half hearted attempts to draw originality by plastering their brand name in different directions, fonts and sizes across their garments. ‘Does the purchaser really desire to be a walking advert for a label?’ In some cases yes they do, as this is a means to express to the wider public their wealth, or good fortune to have the ability to purchase that label, it becomes a statement of the wearers prosperity. However ‘have the labels miss placed the essence of fashion?’ Fashion was, and I hope still is about producing garments that are original, funky and fresh. Fashion is not about unimaginative brand advertising at ludicrous prices. Fashion labels owe it to the public, who supported them for so long in their rise to the pinnacle of their trade, to stop wallowing in their success, to stop producing mediocrity in their new designs and to stop using the public; who once believed in these brands because the garments they did produce made people stop and look; to reproduce this magic in their current work. Or if they choose not to produce garments that are original and unique, to reduce their prices to a level that is coherent with the level of innovation.

There is no danger in recapturing the innovation and imagination that brought such brands to the forefront of their industry, as by doing this they shall see sales and public opinion soar. The reason for the procrastination is unclear, however it must lie in the fact that there are enough people in the market who wish to make a public statement about their prosperity by wearing clothing massacred by the labels name or logo so that the brand need not seek originality in it’s work, or it could simply be fear of not living up to the previous levels of brilliance.

It is a simple fact that human kind actively seeks ways to express their uniqueness through, clothing, hair, body art, accessories and any number of different median. It appears imperative to me that this be met by those who we seek our inspiration from, with an equal amount of effort and desire to fulfil the publics yearning for originality and vibrancy. Our population can only hope that the fashion labels upon whom we place our trust move forward to the uniqueness and vibrancy of their past.

By James McAloon
Excentree Fashion Collections